Changes in the market conditions for fruit and vegetables have induced Dutch co-operative auctions to restructure their sales and marketing activities. Nine auctions merged into VTN and established the marketing organisation The Greenery International BV. VTN/The Greenery have encountered many problems in their first years of operation. Part of these problems can be explained by the lack of organisational coherence in the new co-operative enterprise. VTN/The Greenery is analysed from the perspective of a system of organisational attributes. While the old system is taken apart, a new, coherent system has not been fully established. Further restructuring may have to take place before the new system of attributes will be efficient.

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Erasmus Research Institute of Management
hdl.handle.net/1765/18
ERIM Report Series Research in Management
Erasmus Research Institute of Management

Bijman, J., Hendrikse, G., & Veerman, C. (2000). A marketing co-operative as a system of attributes (No. ERS-2000-10-ORG). ERIM Report Series Research in Management. Retrieved from http://hdl.handle.net/1765/18